Products are distributed through 2 channels which are traditional trade and modern trade.
1. Traditional trade
Traditional trade is targeted to distribute products across Thailand. Potential agents are appointed to distribute products in each province and these agents will, together with the Company, seek sub-agent and sub sub-agent in orders to spread products to retail shops in sub-district level. The Group sell products to main agents with advance payment made before product delivery and no product refund after delivery.
To support sales of main agents, the Group has sent Bao Dang Girl teams to do marketing activities by introducing products to retail shops and end consumers directly. In 2017, Bao Dang Girl teams focused on marketing activities in central region and northeastern region.
However, any provinces without main agents, sales team of the Group will distribute products to wholesales shops to build brand experience of products and to expand distribution coverage.
The Group has increased product distribution to retail shops through sales team of each distribution center. At the end of 2017, there are total 31 distribution centers, 333 cash vans throughout 73 provinces with access to 220,000 shops. The visit to these shops are arranged with prepared plan, with sales promotion and product layout inform of the shop. Therefore, these retail shops are regular customers of the Group where opportunity to sell new products and comprehensive distribution coverage are a result of cash vans strategy.
2. Modern Trade
The Company targets that consumers have access and can buy products fast and conveniently, therefore, having expansion in convenience stores, vending machines and local modern trades.
In supermarket and hypermarket, the Group assign full time staff of each merchandiser, arrange area for product layout to ensure products are well placed and well visible on the shelves.